12 June 2015

Idris Elba x Superdry Collection Launch

Last night at their flagship store in Regent Street, Superdry officially revealed their collection on collaboration with Idris Elba. The highly anticipated fashion collection combines the durability of Superdry and Elba's classic style with the brands signature elements such as the brightly coloured collar on their tailored jackets.

Social media was hot on the topic from journalists to bloggers tweeting the going on's and step by step collection reveals using the hashtag #IdrisElbaxSuperdry - check it out for exclusive backstage photos and quotes from the actor turned designer.

I arrived at the start of the event and was guided to the 2nd floor of Superdry’s flagship store in Regent Street – this was a luxe urban warehouse space where Superdry hast their latest collection launches and showcase new items.

There was champagne on arrival, and a cocktail bar with a pretty cool ice sculpture (see what I did there?! :P) and a number of delicious cocktails from gin to vodka mixes. I loved the gin punch with ginger and cucumber – something I’m definitely going to try and make at home this summer.
Everyone conversed and caught up before we were shooed away from the screened wall which quickly turned into a catwalk. The lights went down, the music blared and models strutted down – once in place of two rows, the lights went up and Elba’s collection was finally revealed.

The collection was designed by Idris Elba and Superdry Co-founders James Holder and Julian Dunkerton, and holds 250 pieces and the 20 models wore key looks from The Leading Man Collection which includes cashmere knitwear, signature tailored wool jackets, redefined washed denim, luxury sportswear (IE logo hoodies are going to be a HIT) and ultrafine thread shirts.
Idris Elba joined the models at the end of the show dressed in a signature IE Superdry hoodie and jeans. He stated that although he is not a fashion designer, he loves fashion and this was his way of expressing his style with a brand he loved. He also revealed that this is not a one of and there will be a spring collection.

Idris Elba himself seems like a really nice guy – he stopped for selfies and interacted with the cameras and the crowd. The attendees were made up of Superdry’s own, blogges, journalists and celebs. It was absolutely awesome to be a part of this launch and I can’t wait for the collection to hit stores and online (save the date: November 2015).